Black Friday 2024 brings high growth expectations for the pharmaceutical sector, especially in the digital market. A date that has already established itself as one of the highest sales volumes of the year promises to be an even more significant event for marketplaces like the Pharmacies app, projecting an increase of 17% in Gross Merchandise Value (GMV) compared to the same month in 2023
For Black Friday, Mazza identifies changes in consumer behavior. "Today, the customer does research and buys more consciously, prioritising business trust and reliability in terms of delivery, affirms. According to the executive, consumers value both the timeliness and the security offered by digital platforms
The information is corroborated by research fromGoogle, ordered for Offerwise, which reveals that 51% of consumers have already financially planned for Black Friday and 62% want to take advantage of the offers. For Black Friday 2024, According to Confi.Neotrust, the expectation is for a growth of 9,1% in revenue compared to the previous year, with the expected revenue of R$ 9,3 billion just ine-commerce.
Managing demand and maintaining the expected service level is one of the major challenges of e-commerce. As the largest marketplace in the pharmacy segment, the Pharmacies app strengthened its logistical structure. The partnership with GrupoSC, leading logistics distributor, ensure that products are available and reach consumers quickly, even during the sales peak. Furthermore, security measures have been enhanced to protect financial transactions and users' sensitive data
Mazza remembers that in terms of payment, Pix has become one of the preferred options among Brazilian consumers. The ease and security provided by this method are great attractions, especially during high sales volume periods. The expectation is that consumers will prioritize offers that ensure not only economy, but also convenience and security throughout the entire purchasing process, say
Consumer Behavior
According to astudy carried out by Googlewith almost 2.000 consumers, 43% of respondents are interested in over-the-counter medication offers, as supplements and vitamins, giving an opportunity for pharmacies to leverage their business
The highest bets revolve around the sale of Mom and Baby products and Hygiene and Care. The expectation is that the search for everyday items and essential products, driven by promotional prices, lead to a significant increase in traffic and exclusive. Data from the Opinion Box consultancy, Beauty and cosmetics products accounted for 18% of Black Friday sales and Pharmacy and Health, 9%
Exclusive strategies and offers
To maximize the potential of Black Friday for stores, The Pharmacies app has developed a special calendar of promotions, which will be extended until the first days of December. The platform is focused on attracting new users through an exclusive coupon (WELCOME), available to those making a purchase for the first time
The company also bets on robust digital marketing actions, covering performance advertisements, highly customized CRM strategies, social media campaigns and partnerships that increase brand visibility and ensure greater public engagement
